Heineken unites football, F1 and music under new sponsorship platform

Heineken is reshaping how it approaches sponsorship in Australia, launching a unified platform that brings together its football, Formula 1 and music festival partnerships under a single idea.

Timed ahead of the Formula 1 Australian Grand Prix in Melbourne, the new “Cheers To All Fans” moves away from property-to-property activations toward what the brewer describes as a long-term sociability platform built around shared fandom.

Rather than treating sport and music sponsorships as separate marketing pillars, Heineken is now structuring them as part of a connected ecosystem designed to build brand relevance through culture and community.

The Australian rollout begins this week, supported by global creative featuring Max Verstappen, Virgil van Dijk and Martin Garrix. The work centres on fandom as a social connector and a catalyst for real-world interaction.

The move marks the first time Heineken has integrated its major sponsorship assets under one cohesive framework.

Heineken said the platform is underpinned by newly commissioned research into fan behaviour, which found that 75% of fans say their fandom has helped them meet new people, while 59% credit it with forming some of their closest friendships.

Football ranked as one of the strongest social connectors, with 72% of fans saying language is not a barrier when connecting with fellow supporters in social settings such as bars.

Nabil Nasser, global head of Heineken, said the strategy reflects a broader focus on human connection.

“Fandom has an incredible ability to bring people together,” Nasser said.

“Across football, F1 and music, we see how shared passions help people meet, connect and feel part of something bigger. Heineken’s new platform is about turning those shared moments into real connections wherever they are in the world.”

The platform builds on a global launch earlier this year, which included a New York-based social experiment designed to test whether fans would show up for strangers.

The activation followed an Australian football fan living in New York who faced watching a UEFA Champions League match alone. Flyers were distributed across Manhattan inviting fans to “Have A Beer With Me,” drawing hundreds of attendees.

Heineken subsequently transformed the viewing venue into a Champions League-themed experience, including the appearance of the UEFA Champions League trophy.

In Australia, “Cheers To All Fans” will roll out across key moments in the 2026 sporting and music calendar, spanning the F1 season, UEFA Champions League events and major music festivals.